Case Study: Nigella Lawson for Tourism Australia

Tourism Australia’s Come and Say G’day is a landmark destination marketing campaign designed to drive international consideration and conversion for Australian travel. With a $130M investment the latest iteration of this campaign, starring Nigella Lawson, represents the largest campaign in Tourism Australia’s history. Combining world-class creative with advocacy-led storytelling, it positions Australia as an unforgettable holiday destination.

Fane worked with Tourism Australia for five months on creative development before shooting the campaign content in Western Australia. Then continued to support the program through announcement and activation across more than a 12-month window of Phase One of the campaign.

The Opportunity

The UK remains one of Australia’s most valuable inbound markets, with travellers seeking both iconic experiences and deeper, more personal travel stories. Tourism Australia’s objective was to:

• Maintain momentum for the global campaign platform
• Strengthen “Australia consideration” in the UK
• Cut through a highly competitive tourism marketing landscape
• Deliver advocacy-led content that would travel organically through earned media and social channels

The Strategy

Tourism Australia’s approach for this chapter is to “go local to be truly global”, leveraging the power of advocacy and talent with star power in five key markets. Alongside Ruby the Souvenir Kangaroo and local talent, five different celebrities featured across the US, UK, China, India and Japan.

 

View this post on Instagram

 

A post shared by Nigella (@nigellalawson)

Creative & Launch Activation

Nigella Lawson was engaged to star in the campaign creative and a high-impact UK launch moment, bringing the campaign to life for media, advocates and industry.

Key elements included:

• UK market campaign assets featuring Nigella Lawson alongside Ruby the Souvenir Kangaroo
• Official UK launch in August 2025, featuring a major takeover of London’s immersive Outernet space, inviting the public to experience multi-sensory journeys of Australia
• An Aussie-themed brunch event, where Nigella spoke about her personal passion for Australia to journalists and advocates
• Amplification through earned media, social content and campaign channels

The campaign delivered immediate traction and significant early impact.

• 2,400 media clippings following the campaign announcement
• Over 1M views of the 3-minute video edit across channels in under 12 hours
• In the weeks following the UK launch, campaign assets achieved 6.6M+ views in the UK alone, alongside strong UK media coverage

Phase Two of the campaign will be deployed in 2026 to build on sustained momentum.

Nigella Lawson

Says Nigella Lawson: “It’s no secret that I adore Australia from the very depths of my being. I’m not sure a lifetime is long enough to experience all of it, but I’m doing my best! I love its big sky, the beauty of its vast land and the blue waters that surround it, the vibrant richness of its cities and, of course, the fantastic food it offers, from its treasure trove of native ingredients to the quality of its food-producers and chefs who ensure Australia is a culinary culture like no other. You can’t come here only once, I’ve found: Australia just gets into your soul and draws you back.”

Fane exclusively manages Nigella Lawson worldwide.